Proven ways to make your website
more appealing and more profitable
Observations from an experienced website strategist and content writer

If you do it right, your website can be a dynamic digital storefront for your business.
It can connect immediately with your target audience, hold their interest,
get them excited, and then get them to respond. And that
can boost your profits . But only if you do it right.

 

Know your audience...even better than you do now.
Sounds obvious, but the more you know about them - their likes and dislikes, habits, interests, predispositions, beliefs, misconceptions, what influences them, etc - the better you can connect with them. So develop a simple, stereotypic psychological profile as a guide for your website's look, feel and messaging. If you need help with that, contact me.
 
Know your business, product or service...upside down, inside and out.
Nothing frustrates a potential buyer or repeat customer more than not getting an answer. Detailed online descriptions, FAQs and Live Chat are good ways around that. The key thing is (Boy Scout motto) "Be Prepared." Make sure that everyone on your end is up to speed.
 
Know your competitors. They can actually help you.
Never lose sight of the fact that your prospects and customers have other options. So, go through your competitors' websites to see how they're positioning themselves and what they're saying about what they're selling. You'll get ideas. You'll see some things you like and other things that miss the mark. Learn from that. Then, make your website relevant, to-the-point and different enough to set it apart. I can help you with that.
 
Make your website visually appealing...and relevant to the target reader.
Cool graphics and flash animation really appeal to a young demographic. But, will that appeal to your target customers or turn them off? If your audience is young, go for it. But if not, make sure that your website is on target visually. Interesting but straightforward. Intriguing but not overwhelming. The wrong look can come across like you have nothing meaningful to say. As the famous, award-winning ad campaign for Rolling Stone said, "Perception is Reality".
 
Give it a consistent look...from start to finish.
If your home page has, let's say, a green theme with a navigation bar across the top, make sure that every other page matches that style. Also use the same font, similar graphic elements, and a consistent color scheme and layout from page to page. Pages that differ from each other on the same website can confuse people. The idea is to make it easy for them to do business with you.
 
Write and design your site so it's easy to read.
To me, website content should read like ad copy - short, to the point, informative enough, and able to be both quickly scanned and read in more detail. If it's a sea of words without much visual breathing room, people just won't read it. It's a website, not a novel. Also, younger eyes can read smaller type, while older eyes appreciate larger type. Always think of your audience.
 
Use keywords...but use them purposefully and judiciously.
As part of the Search Engine Optimization process, you can make your website content keyword-rich to help boost your search engine rankings. Not enough keywords and your competitors' sites will be found before yours. Too many keywords can actually have a negative effect on your search engine rankings. Keywords work. But only if you work them right.
 
Usability is more important than aesthetics.
A great looking website that fails to convert prospects into customers can actually drive people to your competitors. If that's happening, one of the first things to look at is the ease or difficulty of the site navigation. You want your targets to be able to interact with your site with minimum effort on their part. Easy and enjoyable user experiences lead to higher conversion rates.
 
Make the User Experience really mean something.
It's essential that your website strategy includes giving your site visitors a satisfying experience. Presenting the information alone isn't enough. These days, you also have to make it entertaining - without distracting people from the main purpose of the site. So, how best to achieve that balance? It gets back to knowing your audience. And also knowing how you want your business to be perceived. The right balance of information and entertainment will come from that. Talk to me, it's what I do.
 
Continually refine your website... keep it sticky.
Any successful commercial website is a work in progress, not a static marketing tool. To attract prospects and keep repeat customers coming back, you need to continually review and update your site. A refined site keeps getting more appealing. A continually updated site gives people reasons to come back. Front-end focus groups, interaction analytics, and online requests for customer feedback are good ways to accomplish this.
 
Work with a website pro...
...who can analyze your site's performance and evaluate the results to improve your conversion-to-sales ratio. Whether you're starting from scratch or wanting to improve an existing site, the experience and outside-looking-in perspective of a website pro (like me) can, in fact, make your website more appealing and more profitable.

 

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“Without question Jon Sellew of Magic Words is the easiest writer I’ve worked with. Simply put, he gets it.”
– Larry Blumsack, President, Zoka Institute LLC, www.zokainstitute.com
 
“Jon Sellew of MagicWords has always been the one who made my work look good with his masterful talent of making words tell great stories about my firm.”    
– Anthony Gagliardi, Managing Director, Boston Strategic Advisors, bostonstrategicadvisors.com
 
"Jon is one of most creative wordsmiths I know.”

- Bill Miller, Director/Editor/Videographer/Mentor/Thinker @ Bill Miller Film & Video

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